CORPORATE COMMUNICATIONS & BRAND BUILDING

Complex Direct-to-Consumer Powerhouse Utilizes PR Expertise

Foster & Gallagher, Inc., the largest direct-to-consumer marketer of horticulture products in North America, teamed up with Caugherty Hahn Communications, Inc. to create and implement a multi-year corporate communications campaign.

From 1996 to 2001, CHC grew trade press coverage by 500%, built strong relations with all media targets, and helped the company communicate news to its 4,000 employee-owners spread across nine states, and in Holland and Canada. F&G clearly became a company to watch and expert commentator on all business issues. Simultaneously, CHC conducted an extensive brand and product publicity media relations campaign. Annually, more than 1,000 stories in leading horticulture publications and daily newspapers featured the brands with an equivalent advertising value of $3.1 million.

A primary component of the campaigns were the concentrated internal and external communications efforts. In 2000, more than 2,000 positive stories were secured, reaching an estimated audience of 350 million.

• Strategic plans for a range of corporate announcements from new company acquisitions and launches, E-commerce launches, RIF, and mergers & acquisitions
• Internal communications to 4,500 employees in nine states, Canada and Holland
• Award Winning Corporate videos positioned F&G among employees, business audiences, and the media
• Comprehensive informational kit briefed the media and business audiences on F&G's six business groups
• Media relations built with national and local consumer, business and trade reporters and editors
• Crisis communications on a number of issues including business relocations, right-sizing and acquisitions
• National image-building campaigns for many of the company's brands

To discuss how Caugherty Hahn Communications, Inc. can put the power of Public Relations to work for your company, you can reach us at 201-251-7778, or send an email to lisa.hahn@chcomm.com.

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